‒ That will be $23.03. Also, I'll pay you 24 cents for your last name, 35 cents for a list of your family members, and $1.20 if you hand me your phone quand let me scroll through your Facebook posts.

Loyalty cards and rewards account offers get way weirder if you think of them as separate transactions.

We'll pay you $1.47 to post on social media about our products, $2.05 to mention it in any group chats you're in, and 11 cents per passenger each time you drive your office carpool past one of our billboards.